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Journal of Current Issues & Research in Advertising Volume 25, 2003 - Issue 2
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Original Articles

A Beginning Look at the Effects of Interactivity, Product Involvement and Web Experience on Comprehension: Brand Web Sites as Interactive Advertising

Wendy Macias Ph.D. The University of Texas at Austin, USA; Department of Advertising and Public Relations, Grady College of Journalism & Mass Communication, University of Georgia, USA
Pages 31-44 | Published online: 08 May 2012
 
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Abstract

This study explores how interactivity and individual difference variables, product involvement and Web experience, affect comprehension of interactive advertising Web sites. A two-cell (interactivity: low/high) between subjects factorial design tested comprehension (N=153). The limited-capacity processing model provided theoretical framework. The results of this study indicate two very important things—interactivity helps to improve comprehension and individual differences (product involvement and Web experience) are important factors influencing this relationship.

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